Influence of Visual Complexity on Chinese Cultural Elements and Processing Fluency on Purchase Intention in Chinese Luxury Fashion Brands

The research examines the relationship between the degree of visual complexity and the purchase intention of Chinese consumer towards Chinese domestic luxury fashion brands. The study explores the shifting consumer preferences towards local luxury brands. The research aims to addresses a significant...

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Main Authors:	Wang, Zheng, Ringah, Kanyan, Musdi, Shanat
Format:	Thesis
Language:	English
Published:	2024
Subjects:	NX Arts in general
Online Access:	http://ir.unimas.my/id/eprint/46450/3/ThesisPhD_Wang%20Zheng.pdf
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id	my-unimas-ir.46450
record_format	uketd_dc
spelling	my-unimas-ir.464502024-10-24T02:24:16Z Influence of Visual Complexity on Chinese Cultural Elements and Processing Fluency on Purchase Intention in Chinese Luxury Fashion Brands 2024-10-24 Wang, Zheng Ringah, Kanyan Musdi, Shanat NX Arts in general The research examines the relationship between the degree of visual complexity and the purchase intention of Chinese consumer towards Chinese domestic luxury fashion brands. The study explores the shifting consumer preferences towards local luxury brands. The research aims to addresses a significant gap in the existing literature, specifically the limited study and understanding of how visual complexity impacts the purchase intentions of Chinese luxury fashion brands. It centres on a key element of brand identity, particularly the logomark—to investigate how the visual complexity of Chinese cultural elements affects processing fluency and, in turn, influences consumer purchase intention. The study is grounded in processing fluency theory and examines how the visual complexity of Chinese cultural elements impacts processing fluency (both perceptual and conceptual), the moderating role of prior exposure on this relationship, and the mediating effect of processing fluency on the purchase intention of Chinese luxury fashion items. Utilizing three quantitative surveys and overall, 545 participants for empirical investigation, as well as focus on the Chinese knot. The findings from the three studies indicate that visual complex elements have negative effect on processing fluency, and prior exposure has partial effect on visual complexity and processing fluency; the visual complexity both directly and indirectly impact on purchase intentions. These findings contribute theoretically to the processing fluency theory and the understanding of purchase intentions. The research significance offers practical guidance for practitioners such as brand managers and designers in handling the visual identity of Chinese luxury fashion brands. UNIMAS 2024-10 Thesis http://ir.unimas.my/id/eprint/46450/ http://ir.unimas.my/id/eprint/46450/3/ThesisPhD_Wang%20Zheng.pdf text en validuser phd doctoral UNIMAS Faculty of Applied and Creative Arts
institution	Universiti Malaysia Sarawak
collection	UNIMAS Institutional Repository
language	English
topic	NX Arts in general
spellingShingle	NX Arts in general Wang, Zheng Ringah, Kanyan Musdi, Shanat Influence of Visual Complexity on Chinese Cultural Elements and Processing Fluency on Purchase Intention in Chinese Luxury Fashion Brands
description	The research examines the relationship between the degree of visual complexity and the purchase intention of Chinese consumer towards Chinese domestic luxury fashion brands. The study explores the shifting consumer preferences towards local luxury brands. The research aims to addresses a significant gap in the existing literature, specifically the limited study and understanding of how visual complexity impacts the purchase intentions of Chinese luxury fashion brands. It centres on a key element of brand identity, particularly the logomark—to investigate how the visual complexity of Chinese cultural elements affects processing fluency and, in turn, influences consumer purchase intention. The study is grounded in processing fluency theory and examines how the visual complexity of Chinese cultural elements impacts processing fluency (both perceptual and conceptual), the moderating role of prior exposure on this relationship, and the mediating effect of processing fluency on the purchase intention of Chinese luxury fashion items. Utilizing three quantitative surveys and overall, 545 participants for empirical investigation, as well as focus on the Chinese knot. The findings from the three studies indicate that visual complex elements have negative effect on processing fluency, and prior exposure has partial effect on visual complexity and processing fluency; the visual complexity both directly and indirectly impact on purchase intentions. These findings contribute theoretically to the processing fluency theory and the understanding of purchase intentions. The research significance offers practical guidance for practitioners such as brand managers and designers in handling the visual identity of Chinese luxury fashion brands.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Wang, Zheng Ringah, Kanyan Musdi, Shanat
author_facet	Wang, Zheng Ringah, Kanyan Musdi, Shanat
author_sort	Wang, Zheng
title	Influence of Visual Complexity on Chinese Cultural Elements and Processing Fluency on Purchase Intention in Chinese Luxury Fashion Brands
title_short	Influence of Visual Complexity on Chinese Cultural Elements and Processing Fluency on Purchase Intention in Chinese Luxury Fashion Brands
title_full	Influence of Visual Complexity on Chinese Cultural Elements and Processing Fluency on Purchase Intention in Chinese Luxury Fashion Brands
title_fullStr	Influence of Visual Complexity on Chinese Cultural Elements and Processing Fluency on Purchase Intention in Chinese Luxury Fashion Brands
title_full_unstemmed	Influence of Visual Complexity on Chinese Cultural Elements and Processing Fluency on Purchase Intention in Chinese Luxury Fashion Brands
title_sort	influence of visual complexity on chinese cultural elements and processing fluency on purchase intention in chinese luxury fashion brands
granting_institution	UNIMAS
granting_department	Faculty of Applied and Creative Arts
publishDate	2024
url	http://ir.unimas.my/id/eprint/46450/3/ThesisPhD_Wang%20Zheng.pdf
_version_	1818611702250340352

Influence of Visual Complexity on Chinese Cultural Elements and Processing Fluency on Purchase Intention in Chinese Luxury Fashion Brands

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